Sports Geek is happy to be announced as a media partner for the Sports Research Group 2010 Conference schedule.
Sport Research Group is Asia Pacific’s home to great sports marketing conferences; after holding three international sport marketing conferences, Rugby is Fantastic ’06 (held in Auckland), Sport is Fantastic ‘08 (held in Sydney) and Sport is Fantastic ‘09 (held in Melbourne).
In 2010, Sport Research Group hosts three more international sport marketing conferences; the Fan & Participant Engagement in the Digital Age conference in Sydney on Tuesday 13 July & Wednesday 14 July; the Sport Leaders Summit; also in Sydney on Tuesday 13 July and Sport is Fantastic 2010 in Auckland on Monday 19 July & Tuesday 20 July.
Sport Research Group has compiled a very impressive lineup of speakers from Europe & USA who have been leading the way in the use of social media & digital marketing in sports. Check out the international speaker lineup. More are still be added to the lineup, I will keep you posted.
Sports Geek will be responsible for managing the social media requirements of the conferences as well as running a Sports Social Media Workshop for conference delegates. Stay tuned for news and promotions around the conference.
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One of the biggest challenges many teams face is differentiating themselves whilst adhering league brand guidelines. It was a common theme with the teams I met with on #sportsgeektrip.
Many leagues across the globe follow a similar digital model. League web sites are developed and team web sites are created under the league umbrella.
MLB.com, NBA.com, NHL.com, AFL.com.au are some examples of these Leagues that follow this “Umbrella model”.
(*edit thanks for comment: Essendon stand alone as an exception running independently of the AFL very successfully with EssendonFC.com.au)
If you take a look at team websites e.g. LA Dodgers Vs New York Yankees or Collingwood Vs Hawthorn you’ll see some team customization but they are locked into a League framework. The NBA follows a similar model but teams are using custom landing pages (or splash pages like the Mavs do) to offer fans special deals.
Other leagues like the NFL.com & PremierLeague.com have decoupled the League’s web deal from the teams.
What’s better?
The “Umbrella model” makes administration of League branding much easier and sometimes can lead to a better sponsorship deal as it is league-wide. However, it can be restrictive both creatively and financially to the teams who want to push the Web 2.0 envelope. From a technical prospective a league wide CMS (content management system) does reduce the need for in-house web staff for teams but many people who use these systems find them too restrictive. Leagues that abandon the “Umbrella model” face the problem of a potentially creating a tech gap between the have and have-nots. Some teams like those run by MSG (Knicks, Rangers, Liberty) help promote their teams outside the standard team’s sites through the stadium (TheGarden.com), then again with so many sports properties MSG is a unique business.
What are your thoughts?
- Does the ability for league’s to secure deals outweigh a team’s desire to innovate?
- Would teams do a better job if they could go it alone?
- Would small-market teams struggle maintaining own website?
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As promised here is another presentation from #scau from Paul Barber CEO of the Vancouver Whitecaps FC.
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